you’ve got to see it
Project Details:

TV, Radio, Digital, Media Planning and Buying

Company Profile:

America's premier short track

betting on the rookie

With the loyal fans of NASCAR declining and low local interest, Richmond International Raceway needed to get butts in seats. This was an interesting challenge for an agency with no racing experience, but we thought if we could create a campaign that made us interested in experiencing NASCAR at RIR, it might just have the same impact on potential customers. Turns out we were right.

We saved more than 8% on media spend while yielding over 300,000 more impressions. 



the outcome

• Increased local awareness

• Increased ticket sales

• Generated a whole new generation of fans for Richmond International Raceway and, by extension, NASCAR.